VZCZCXRO8035
PP RUEHBZ RUEHDU RUEHGI RUEHJO RUEHMA RUEHPA RUEHRN RUEHTRO
DE RUEHMR #0246/01 1161323
ZNR UUUUU ZZH
P R 261323Z APR 07
FM AMEMBASSY MASERU
TO RUEHC/SECSTATE WASHDC PRIORITY 2905
INFO RUEHZO/AFRICAN UNION COLLECTIVE
RUEHMR/AMEMBASSY MASERU 3264

UNCLAS SECTION 01 OF 02 MASERU 000246 
 
SIPDIS 
 
SIPDIS 
 
E.O. 12958: N/A 
TAGS: PREL PGOV KDEM LT
SUBJECT: LESOTHO: NEW COMMUNICATIONS MINISTER ASKS FOR HELP 
 
REF: MASERU 225 AND PREVIOUS 
 
MASERU 00000246  001.2 OF 002 
 
 
¶1.  SUMMARY:  In an April 20 meeting with U.S. Ambassador June 
Carter Perry, Lesotho's new Minister of Communications Mothetjoa 
Metsing acknowledged the failure of the GOL and the governing 
party to properly communicate with Lesotho's public and asked 
the U.S. Embassy in Maseru for assistance.  Under pressure due 
to the continuing political turbulence in Lesotho (REFTEL), 
Minister Metsing stated that "without good messaging, the 
government is under siege."  Embassy Maseru is exploring ways to 
help the Minister in identifying concepts for strategic 
communications strategies that will contribute to the stability 
and political maturity of the Mountain Kingdom, as well as 
emphasize USG foreign assistance contributions.  END SUMMARY. 
 
 
 
----------------------------------------- 
 
Realizing the Importance of Communication 
 
----------------------------------------- 
 
 
 
¶2.  On April 20, 2007, U.S. Ambassador June Carter Perry, 
Minister of Communications Mothetjoa Metsing, Deputy Principal 
Secretary of Communications Thabiso Makintane, and Poloff (note 
 
SIPDIS 
taker) met at the Ministry of Communications at the Minister's 
invitation.  Minister Metsing opened the meeting by 
acknowledging the inadequacy of the communications strategies of 
the GOL and the governing party.  "We in the government are weak 
in the areas of responding and informing," stated Minister 
Metsing.  Borrowing USG terminology, he remarked that great 
improvements were needed in the GOL's "public diplomacy." 
 
 
 
¶3.  Minister Metsing noted that "without good messaging, the 
government is under siege."  He then observed that less 
developed countries, when under siege, tend to "resort to 
undemocratic means."  Lesotho would be greatly criticized if it 
closed certain opposition-leaning radio stations, stated 
Minister Metsing, but the GOL would be under pressure to do so 
without its own effective messaging.  The Minister then 
emphasized his belief in both a strong government and a strong 
opposition, noting the GOL must engage the public at all levels 
on issues of wide concern.  In particular, he mentioned the need 
to combat xenophobia through engaging the public on the benefits 
of relations and cooperation with other nations. 
 
 
 
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USG Advice, and a Request for Help 
 
---------------------------------- 
 
 
 
¶4.  Ambassador Perry, using examples from U.S. institutions, 
discussed how the creation of media strategy plans and making 
senior government officials accessible to the public helps the 
USG remain in touch with the American population.  She also 
discussed the need to involve citizens in government initiatives 
and the desirability of creating a central system for feedback 
from voters.  Citing her personal experience in the private 
sector media, Ambassador Perry offered views on the cadre of 
information professionals in the United States and what made 
them successful. 
 
 
 
¶5.  Minister Metsing asked the Ambassador for help in developing 
the GOL's communications strategy.  Pointing to the U.S.'s 
experience in this field, he explained that this help is 
necessary as improved communications will bring much needed 
accountability to the GOL.  He offered that the GOL would 
release a report on its accomplishments during the first 100 
days of its new tenure in office, and there would soon be a 
regularized announcement of cabinet decisions.  However, he 
continued to hold out the possibility that the USG might offer 
some help to the GOL in the communications sphere.  (NOTE: At a 
World TB Day event one week earlier, DCM has encouraged Minister 
Metsing, as GOL spokesman, to give regular press briefings. 
Metsing stated his desire to do so, and his intent to highlight 
USG initiatives that bring benefit to Lesotho in the areas of 
HIV/AIDS, economic development, and trade diversification.  END 
NOTE.) 
 
 
 
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MASERU 00000246  002.2 OF 002 
 
 
 
Admitting That You Have a 
 
Problem is Step One... 
 
------------------------- 
 
 
 
¶6.  COMMENT:  Embassy Maseru is now exploring various options to 
help Minister Metsing's communications efforts.  As it would be 
inappropriate for the USG to provide direct support to Lesotho's 
governing party in the midst of the continuing review of 
opposition parties' complaints, some of which are pending court 
decisions, we are exploring the possibility that a U.S. academic 
institution could be interested in assisting the GOL.  We also 
may purchase books on strategic communication which we can pass 
on to the Minister.  Regardless of the final shape that this 
cooperation takes, the fact that the GOL has realized the vital 
necessity of communicating with its citizens - and the 
recognition of its past failures - is an important step.  END 
COMMENT. 
PERRY